Bellingham and Whatcom County Tourism Analysis and Recommendations

Transcription

1 Bellingham and Whatcom County Tourism Analysis and Recommendations June 2010 Photo Credit: Bellingham Whatcom County Tourism Prepared for Bellingham Whatcom County Tourism Bellingham, Washington

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3 Bellingham and Whatcom County Tourism Analysis 18 June 2010 Prepared for Bellingham Whatcom County Tourism Bellingham, Washington Dean Runyan Associates 833 SW 11 th Ave., Suite 920 Portland, Oregon

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5 I. INTRODUCTION Table of Contents I. INTRODUCTION RESEARCH SEQUENCE... 1 II. MARKET ASSESSMENT PRIMARY FACTORS AFFECTING TRAVEL... 3 PRIMARY MARKETS... 3 NATIONAL AND INTERNATIONAL TRAVEL TRENDS... 5 Demographic Trends... 6 Travel Trends... 7 WASHINGTON POPULATION FACTORS... 9 REGIONAL TRAVEL TRENDS CANADIAN TRAVEL IMPLICATIONS III. TRAVEL CHARACTERISTICS ACTERISTICS ACTERISTICS VISITOR ORIGIN AND EXPERIENCE FIRST-TIME AND RETURNING VISITORS OVERNIGHT AND DAY VISITORS THE LENGTH OF STAY FOR OVERNIGHT GUESTS OUTSIDE OF BELLINGHAM FOLLOWS THE SAME TREND AS THOSE THAT STAY WITHIN BELLINGHAM WITH 1-3 NIGHTS MAKING UP A GREAT MAJORITY OF THE TRIPS. THERE ARE HOWEVER, A SLIGHTLY SMALLER NUMBER OF 1-2 NIGHTS AND A SLIGHTLY LARGER NUMBER OF 5-7 NIGHT STAYS. THE REASON FOR THIS INCREASE IN LONGER TRIPS IS MOST LIKELY DUE TO INCLUSION OF VISITORS THAT PARTAKE IN CAMPING AND RV TRIPS, WHICH DO NOT TAKE PLACE IN BELLINGHAM ACCOMMODATIONS MODE OF TRANSPORTATION... 1 PURPOSE OF TRIP... 1 PARTY SIZE... 3 TRAVELING WITH CHILDREN IV. VISITOR DEMOGRAPHICS OGRAPHICS CHILDREN IN HOUSEHOLD EDUCATION V. PLACES, LOCATIONS, AND ACTIVITIES PLACES VISITED LOCATIONS VISITED ACTIVITIES ACTIVITIES BY FIRST-TIME VISITORS ACTIVITIES BY OVERNIGHT VISITORS DAY, OVERNIGHT AND FIRST-TIME VISITORS DEAN RUNYAN ASSOCIATES ii

6 VII. EXPENDITURES VIII. TRIP PLANNING AND SATISFACTION SATISFACTION FIRST-TIME AND RETURNING VISITORS IX. INTERPRETATION AND RECOMMENDATIONS... APPENDIX A VISITOR SURVEY METHODOLOGY SAMPLING FIELDING VERIFICATION AND WEIGHTING APPENDIX B APPENDIX C DEAN RUNYAN ASSOCIATES iii

7 I. Introduction Whatcom County, and its primary population center of Bellingham, is located immediately south of the Vancouver metro area and north of the Seattle metro area. There are direct connections north and south by vehicle (Interstate 5) and by rail. Businesses and tourism promotion organizations within the County have capitalized on its assets in order to attract visitors for a variety of activities, ranging from sightseeing in urban, coastal and rural areas, attending special events, shopping and eating, as well as participating in active coastal and mountain outdoor recreation pursuits. Bellingham also is the location of Western Washington University, a regionally important university and an important factor with respect to educational and cultural travel. In addition Bellingham has a large and active seaport that supports recreational and commercial access to the Puget Sound, and Bellingham International Airport provides commercial air service offered by four airlines as well as a variety of business and general aviation operations. This research is intended to describe visitors to Bellingham and Whatcom County and to provide interpretation and recommendations. Specific objectives include: Overview pertinent market conditions and trends that affect travel and tourism in Bellingham and Whatcom County Analyze current Whatcom County visitors, including a focus on both urban and rural locations and through contacts with visitors throughout the year Recommend approaches to product development and marketing Research Sequence The project began with a review of project objectives and a trip to Bellingham and Whatcom County in order to visit the primary attractions and activity locations in the area and to gather preliminary information regarding visitor attendance and residence. A particular interest at this stage was to identify suitable locations for conducting the intercept survey of visitors over the subsequent seasons of the year. Following this we prepared an overview of the County s primary visitor-oriented activities and destinations and analyzed basic demographic and economic factors pertaining to travel to the County. Some of this material was used for preparing the questionnaire to be used for the visitor survey. Finally, in order to gather current data on visitation, perceptions, and attitudes we prepared a questionnaire and intercept survey instructions. Survey data collection was completed by staff and volunteers of BWCT on the basis of an established schedule and selection of survey locations. This survey was conducted between November 2008 and October 2009 in order to properly include all seasons of the year. Completed DEAN RUNYAN ASSOCIATES 1

8 questionnaires were coded for analysis and the findings appear in this report. A copy of the questionnaire and a summary of the intercept locations are included in Appendix A. Whatcom County Location DEAN RUNYAN ASSOCIATES 2

9 II. Market Assessment A number of factors influence visitation to Whatcom County, some of which can be influenced by investments in product and marketing. This section provides a review of these factors and an overview of trends that any such investments should take into consideration. Primary Factors Affecting Travel Factors that affect many other destination locations and attractions, influence the appeal of Bellingham and Whatcom County as a travel and recreation destination to a substantial degree, specifically: Population size and growth trends, which primarily affect local and regional demand Demographic characteristics; chiefly age, income, and family position Travel costs (gasoline, in particular) and traffic congestion, which affect the ability of visitors to travel to the area, and are especially important for those traveling from 100 miles away or more Exchange rates and border crossing issues, for Canadian visitors in particular; Competition from other leisure, recreation and educational destinations and attractions Marketing programs, including advertising, travel literature, newspapers and other reporting, web-based information, and visitor activity programming This study begins with an overview of important demographic and travel trends, preceded here by a review of the primary market segments that the County will probably pursue. Primary Markets The market segments that the County will target will vary somewhat over time, depending on the level and focus of the County s visitor-oriented development, its draw as a visitor destination, its visibility and reputation, and the resources available for its marketing programs. Overall however, the following is a useful segmentation for purposes of discussing demand and the ways by which County development can be oriented toward potential visitors. DEAN RUNYAN ASSOCIATES 3

10 Segment Primary Characteristics Geographic Categories Metropolitan Seattle Regional Domestic Canadian Out-of-State/ Foreign Households within the Puget Sound area, particularly those in the Seattle Metropolitan Area requiring about an hour of travel time; most likely to be repeat visitors Households within two or three hours of the County; day trips are possible for this group, but more likely to be overnight; more likely to stay longer and include more than one activity Households from Canada, primarily the Vancouver Metropolitan Area; influenced especially by exchange rate and border crossing factors Travelers from out of the region, some of who are visiting the U.S. from a foreign country; corporate visitors to the region associated with headquarters facilities that are included here; most of these visitors will stay overnight in the area Interest/Demographic Categories Families Young singles, couples Empty nesters Organized groups Outdoor enthusiasts Primarily middle-aged households, including one or more children; may also include other family members or friends; typically strong interests in outdoor recreation, education; many will live within an hour or two of travel time; may be value-oriented Childless households, sometimes traveling in small groups; often interested in outdoor recreation, fine dining, shopping Approaching retirement or retired, with flexible travel schedules; may avoid peak seasons; often interested in dining, shopping, special events/performances and sightseeing; may be value-oriented May be local/regional resident (church or other social groups, commercial tour groups) but can be from throughout North America and from overseas; often sightseers but interested in specific activities or events such as whale watching or festivals Households specifically interested in active outdoors activities such as hiking, biking, skiing/boarding, sailing or rafting County travel-related marketing and product development programming should keep all of these segments in mind, as well as other segments that become significant as the DEAN RUNYAN ASSOCIATES 4

11 County develops further as a travel destination. A summary section at the end of this document returns to these segments in light of the market research findings. National and International Travel Trends A number of trends are evident in the U.S. that affect the demand for Bellingham and Whatcom County, notably demand from travelers from other parts of North America and foreign locations. Overall, while many of these trends had been very favorable, recent economic uncertainty has dampened the travel and tourism market considerably. As we move forward, economic conditions will continue to influence national and regional demand and travel trends. Travel spending in the U.S. increased for a number of years, but over the past year or two has been declining. Direct travel spending by domestic and international visitors in the United States was $708 billion in 2009 (preliminary estimate). This represents a 7.7% decrease from 2008 in current dollars (no adjustment for price changes). The economy-wide recession was primarily responsible for the decline in travel activity, although a substantial portion of the decrease was also due to lower room rates and gasoline prices relative to When adjusted for changes in prices, real travel spending declined by 4.0%. U.S. Direct Travel Spending in Current and Constant Dollars, p ($Billions) $Billions Constant Current p Source: Bureau of Economic Analysis Travel & Tourism Satellite Accounts. Constant (2009) travel spending estimates derived from BEA constant (2000) dollar estimates by Dean Runyan Associates, Inc. The same overall pattern is evident with visitor arrivals on U.S. domestic flights. A slight decline in air travel began in the 2nd quarter of 2008 and accelerated through the 1st quarter of Preliminary estimates indicate that air travel in the 4th quarter of 2009 will be similar to the same quarter of Overseas visitors to the U.S. show a somewhat similar pattern, although the downturn began relatively recently. Overseas visitation was strong through most of 2008, due DEAN RUNYAN ASSOCIATES 5

12 primarily to the drop in the value of the U.S. dollar relative to other currencies. However, the worldwide recession and higher airfares on international flights brought about a sharp reduction in overseas travel to the U.S. in Overseas arrivals were down 6.6% (projected) on an annual basis. Overseas arrivals do not include visitors from Canada or Mexico. Overseas Arrivals to U.S., p 30 Millions of Arrivals Other Asia W. Europe 5 Demographic Trends p Source: U.S. Department of Commerce, International Trade Administration, Office of Travel and Tourism Industries. Preliminary 2009 estimate by Dean Runyan Associates based on January through November data. The following is a summary of a number of demographic trends that pertain to travel within the U.S. Aging American Population More Dual-Earner Households The primary population growth is currently in the age range, which increased by 31% between 2000 and The figure for Washington is higher, over 32%. Those age are more likely to be empty nesters; only around 20% still have children at home, compared to 75% for those years of age. Yet relatively few are retired only 20%, of those age 50-59, compared to almost 85% for those 65 years of age or more. The retired population will increase strongly after 2010 (those 65 years of age or greater will increase by 36% by 2020). About 59% of married women were in the workforce in 2005 (compared to 58% in 1990, 50% in 1980 and 40% in 1970), while 75% of married men are in the workforce. Although recent economic factors are affecting workforce participation, with more than one worker, it is more difficult to schedule travel, which often means DEAN RUNYAN ASSOCIATES 6

13 shorter, more frequent trips. Studies conducted by the U.S. Travel Association (USTA) report shorter and leisure-oriented trips taken by married travelers 45 and older now dominate the travel market. Further, short trips (1-2 nights) are now reported to be far more popular than longer trips. Shorter trips tend to be more singlepurposed focused on one or two activities; the most popular consist of shopping, outdoor activities, historical places/museums, beaches or national/state parks. Increasing Incomes for Some Americans Educated Population Incomes of professional, educated households have been increasing, producing a segment of the population with adequate resources for travel and recreation. Workers with a Bachelor's or Master's degree had faster income growth, compared to those with a high school diploma. However there is a segment that can and will continue to travel, although on a more limited basis and very value-oriented. The American population is becoming increasingly educated; in 2008 over a quarter (27%) of American adults, ages 25 and older, have four or more years of college, compared to 24% in 2000, 20% in 1990, 17% in 1980 and 11% in Educated travelers tend to be interested in information-rich activities. Travel Trends Shorter Vacations, More Frequently Slowing Meetings Travel Organized Group Travel Seasonality North American households are more likely to take long weekend and other relatively short trips; the incidence of extended, multi-destination long-distance travel has been on the decline. More than half of all travel trips in the U.S. are now for two days or less, with only two in ten trips lasting a week or more. Thus a majority of travelers are taking vacations closer to home. Half of Americans in a recent USTA survey of travelers said they planned to travel closer to home. Travel for meetings, conferences and conventions was on a long-term growth trend throughout the 1990s, associated with the growing U.S. economic activity of the period. This segment has varied since Organized group travel -- by motorcoach, cruise ship or air transportation -- increased through the 1990s, however, this growth essentially stopped in 2001 and 2002 (with a 9% decline). However, long term increases in this segment should continue, as it is highly correlated to the aging of the North American population and increasing incomes. Much of this travel is during summer and is very value-oriented. The preferred leisure travel season is June, July and August when well over a third of leisure travel occurs. Family travel in particular, is oriented to these three summer months. Spring and Fall travel tends to DEAN RUNYAN ASSOCIATES 7

14 be somewhat more popular among empty nesters, and is popular in the Southern tier due to cooler weather. Gaming-oriented travel occurs year-around; meetings/convention travel is more oriented to fall and spring. Demand for Education, Packaged Experiences More Combined Business and Leisure Travel Increasing Importance of Entertainment Travel Parties and Grandparents Increasing Membership Programs International Travel in the U.S. The growth in travel and vacation trips including children has increased the demand for educational experiences. Many analysts have noted a back to basics sentiment in the leisure travel market since This means vacations and travel activities involving family, nature and America itself. Trips to visit friends and relatives, visiting national and state parks, and increased interest in America s heritage and culture sites will be the preference. Travelers are more often extending business trips to include leisure activities. These travelers provide a good market for destinations in or adjacent to major metro areas. Business trips are also more likely to include spouses and children than in the past, (these trips increased 25% between 1994 and 2002, for example, while solo trips declined by over 5%). However, the majority of business trips (74%) are taken by solo travelers. Entertainment is an increasingly important component of travel and recreation, and of education as well; travelers and facility users expect very good presentation, interactivity, and visual appeal. Competition and gaming are very popular as well. Travel parties including grandparents are increasing. These trips may have an educational focus and would not tend to include strenuous activity. Travel associated with membership programs is increasing: RV clubs, senior citizen organizations, churches, membership reward programs (e.g., frequent fliers). Family reunions are a popular reason for travel. Travel from foreign destinations, like most other segments of travel, increased through the 1990s. Following a decline after 2001, growth has accelerated since 2004, expanding to nearly 56 million arrivals by The most important markets are Canada and Mexico, which send more travelers to the U.S. than any other foreign nations, with 17.8 and 14.3 million arrivals, respectively, in The UK is the top overseas country for inbound travel, with nearly 4.5 million arrivals, followed closely by Japan with 3.5 million. Germany, France, South Korea, Australia, Italy and Brazil round out the top ten. These travelers are especially interested in things that are historic, unique and memorable. International travel is strongly affected by exchange rates. DEAN RUNYAN ASSOCIATES 8

15 The primary pertinence of these factors is discussed in the review section at the end of this chapter. Washington Population Factors Population projections for Washington indicate substantial increases in the future. As is evident in the figure below, the number of residents in Washington in all age categories has been increasing, and is projected to increase further in the decades ahead. Because a substantial portion of this population is located in the Seattle Metropolitan area, relatively close to Whatcom County, the potential demand for visitation will increase accordingly. Shifts in age segments are also illustrated in this figure in terms of age projections for Washington population for four age groups. The two age groups representing people 44 and under currently represent the largest portion of the state s population, and the portion 24 and younger are projected to continue growing such that they continue to represent the largest single category. The most notable changes will be in the number of people age 65 and older, which will become the second largest category by This group, as the visitor profile data will show in a section further below, is an important segment for Whatcom County. 3,000,000 Washington Population, by Age Group 2000 to ,500,000 Population 2,000,000 1,500,000 1,000, <24 500, Source: WA OFM/Dean Runyan Associates DEAN RUNYAN ASSOCIATES 9

16 These population growth patterns obviously vary among regions and communities, some of which are seeing population declines while others experience rapid growth. Age dynamics can also vary substantially by community, with some destination-oriented locations, for example, seeing the number of empty nest and retired population increase more than other locations in the state. Economic factors such as job and business prospects are also very important factors. Regional Travel Trends Whatcom County has a well-established position as a travel and recreation destination. It includes a number of coastal, outdoor recreation, events and other attractions, and enjoys a substantial advantage in its proximity to the most populated areas of both Washington and British Columbia. Available data on travel-generated spending in the County show steady growth for a number of years, as illustrated by the figure below. Total spending by visitors to the county rose steadily to over $460 million in 2008, the most recent year for which County-level data are available. These amounts include both domestic and foreign travelers, including Canadians. Whatcom County Travel Spending, $500 $450 $400 Travel Spending ($Millions) $350 $300 $250 $200 $150 $100 $50 $ Canadian Travel As will be evident by the analysis that appears in Section III, travel by Canadians is an important segment for Whatcom County. A number of significant factors, including distance to Canadian population centers, exchange rates, and boarder crossing DEAN RUNYAN ASSOCIATES 10

17 procedures influences such travel however. As is evident from the figure below, overall Canadian traffic into Washington has declined from a high in This has occurred even though the population of Vancouver and British Columbia increased during this period. More recently, however, a slow but steady pattern of growth has been evident. These trends, combined with the figures immediately above on travel spending, suggest that travel from Canada has not been the source of increases in travel spending in the County, although it is clearly a significant factor. The extent to which Canadian travel will increase in the future is difficult to predict, depending in part on exchange rate and border crossing factors. Other factors equal, Vancouver and British Columbia population will presumably continue to grow, increasing the overall size of the Canadian market. Border Crossings (persons) from Canada to Washington, # of Bordercrossings (Millions) Implications The following are some of the primary implications of the market research findings: The County is very well situated with respect to population concentrations in Washington and British Columbia, and will benefit from a growing number of well-educated people and an affluent population in its local/regional market area DEAN RUNYAN ASSOCIATES 11

18 The largest age segment of the primary market area will continue to be relatively young people, indicating the importance of attracting families and young, active visitors The older segments of the population in the region will grow relatively quickly over the next decade or two and represent an important, growing market Travel from Canada to the U.S. had slowed but is now increasing slowly, and could represent a more important factor in the years ahead, contingent on exchange rate and border crossing issues DEAN RUNYAN ASSOCIATES 12

19 III. Travel Characteristics acteristics Visitor Origin and Experience Knowing visitor origin is valuable for developing advertising programs for which geographic and message targeting is required. Breakouts by repeat visitation and season help further to target potential markets. Three quarters of visitors to Bellingham/Whatcom County are from the U.S. Bellingham/Whatcom County gets most of its visitors from the U.S. and, as will be evident and discussed below, from within the state. However, nearly a quarter of the County s visitors are from Canada, a rather large percentage larger than neighboring counties that can be attributed to the County being located directly along the border. National vs. International Visitor Origin Canada 23% Other Foreign 1% U.S. 76% Only a very small percentage of Canadian adian visitors are not from British Columbia As British Columba is the closest Canadian province to Whatcom County, making up its entire northern border, understandably the great majority of Canadian visitors come from B.C. DEAN RUNYAN ASSOCIATES 13

20 Breakout of Canadian Visitors Alberta 4% Other 1% B.C. 95% Over two thirds of visitors to Bellingham/Whatcom County are from Washington Washington vs. Out-of-State Visitors Out-of-State 35% WA 65% Most visitors are from the Seattle/King County Metropolitan Area Nearly three quarters of Bellingham/Whatcom County visitors come from the County s three nearest southern counties: Skagit, Snohomish, and King County. Much of this can be attributed to the Seattle/King County Metropolitan Area the largest and most active market in the Northwest and an internationally-recognized visitor destination. DEAN RUNYAN ASSOCIATES 14

21 Regional Breakout of Washington Visitors Other Western WA 16% Eastern WA 9% Southern WA 2% King/Snohomish/ Skagit 73% Over three quarters of Whatcom County visitors have been to the County previously Repeat visitation for the Bellingham/ Whatcom County area is high, with only about a quarter of visitors being there for the first time. The high proportion of repeat visitation is consistent with the relatively nearby residence of many visitors. Percentage of First-time and Returning Visitors First-time Visitors 24% Returning Visitors 76% DEAN RUNYAN ASSOCIATES 15

22 First-time time and Returning Visitors First-time time visitors are more likely to stay longer Those visiting for the first time are more likely than repeat visitors to stay for three or more nights, with the exception of longer stay visitors one or two weeks or more who tend to be repeat visitors. It is likely that the latter group is those staying with friends or relatives. This pattern indicates that repeat visitors, probably on the basis of their experience from earlier visits, plan longer trips to the County that include a more involved itinerary. Length of Stay in Bellingham, First-time vs. Returning Visitors 1 night 2 nights 3 nights 4 nights 5-7 nights 1-2 weeks 2+ weeks First-time Visitors Returning Visitors 0% 10% 20% 30% 40% Frequency Visitors staying overnight outside Bellingham are most often in the area for one or two nights This pattern is similar to those staying in Bellingham, although the proportion that stays for three nights is somewhat higher. This pattern may be associated with camping and outdoor recreation such as skiing. DEAN RUNYAN ASSOCIATES 16

23 Length of Stay Outside Bellingham for Overnight Visitors 1 night 2 nights 3 nights 4 nights 5-7 nights 1-2 weeks 2 weeks+ 0% 10% 20% 30% 40% Frequency Data are not adequate to break out first time visitors among those who stay overnight outside Bellingham. Overnight and Day Visitors About three quarters of Whatcom County visitors are staying overnight in the County Overnight vistitation is particularly beneficial due to the higher visitor expenditures associated with lodging and food service. This relatively high proportion implies that many visitors are treating the County as a mini-vacation destination rather than a location for a quick visit. As will be evident below, this finding is consistent with visitor travel and activity patterns in the County. DEAN RUNYAN ASSOCIATES 17

24 Percentage of Day and Overnight Visitors Day Visitors 24% Overnight Visitors 76% Overnight visitors staying in Bellingham most often stay one or two nights Stays in Bellingham are often relatively short, rarely longer than 3 nights, with single night stays making up nearly half of visitors staying in Bellingham. This can be attributed to the nature of the trips made to Bellingham, which tend to be for urban recreation such as visiting the museums, galleries, restaurants etc. Length of Stay in Bellingham for Overnight Visitors 1 night 2 nights 3 nights 4 nights 5-7 nights 1-2 weeks 2+ weeks 0% 10% 20% 30% 40% Frequency The length of stay for overnight guests outside of Bellingham follows the same trend as those that stay within Bellingham with 1-3 nights making up a great majority of the trips. DEAN RUNYAN ASSOCIATES 18

25 There are however, a slightly smaller number of 1-2 nights and a slightly larger number of 5-7 night stays. The reason for this increase in longer trips is most likely due to inclusion of visitors that partake in camping and RV trips, which do not take place in Bellingham. Accommodations The great majority of overnight visitors to Bellingham/Whatcom County choose ose to stay in a hotel/motel or some other form of rented lodging Nearly half of all overnight visitors choose to stay in rented lodging followed by small 15% that choose to stay with relatives and friends. Visitors that choose to stay in other types of accommodations are few. Type of Accommodation Hotel/Motel/Lodge/Rented Cabin Home of Relatives/Friends Other Rented Vacation Home Public Campground Second Home B&B Commercial RV Campground 0% 10% 20% 30% 40% 50% Frequency There is not a notable difference between the choice of accommodations for all overnight visitors and first-time and returning visitors, or much of difference when comparing first-time visitors to returning visitors. All visitors seem to greatly prefer rented lodging. DEAN RUNYAN ASSOCIATES 19

26 Mode of Transportation The great majority of visitors to Bellingham/Whatcom County travel by private auto Nearly 80% of all visitors come by way of their own vehicle, which is consistent with the high number of day and Canadian visitors. The majority of overnight visitors tend to be from surrounding counties and the Seattle Metro area as well. Due to the overwhelming preference for private auto for all visitors, any variation among day and overnight visitors and first-time and returning visitors, was slight. Mode of Transportation Private Auto Rented Auto Airplane- Bellingham Airport Other Rail (Amtrak) RV/Travel Trailer Tour Bus Alaska Ferry Bicycle 0% 20% 40% 60% 80% 100% Frequency Purpose of Trip Visitors to Bellingham/Whatcom County tend to visit for a short get-away and/or visit friends and relatives This is consistent with the fact that the majority of visitors tend to be traveling from a neighboring county or British Columbia, Canada. There is not much of a contrast when the data are broken out by returning and first-time visitors, and as the majority of the data are representative of overnight visitors, understandably their activities follow this same trend. DEAN RUNYAN ASSOCIATES 1

27 Primary Purpose for Visiting Whatcom County Vacation/Overnight Get-away Visit Friends/Relatives Other Shopping Festival/Event Traveling Through Both Business and Pleasure Business- Private Sector Personal/Family Affairs/Medical Conference/Convention 0% 5% 10% 15% 20% 25% 30% 35% 40% Frequency The purpose for day visitors, however, tends to be quite different. Along with a vacation or overnight get-away, day visitors tend to come to Bellingham/ Whatcom County for shopping as well as a festival or event with no overwhelming preference for one activity over the other. Purpose of Trip, Day vs. Overnight Visitors Vacation/Overnight Get-away Visit Friends/Relatives Other Shopping Traveling Through Festival/Event Both Business and Pleasure Conference/Convention Business- Private Sector Personal/Family Affairs/Medical Day Visitors Overnight Visitors 0% 20% 40% 60% Frequency DEAN RUNYAN ASSOCIATES 2

28 Party Size The great majority of visitors travel to Bellingham/Whatcom County as a party of two As will be evident and discussed further under Visitor Demographics, this is consistent with the fact that the majority of visitors are middle age or older and are not traveling with children. Size of Traveling Party Alone 2 People 3-4 People 5+ People 0% 10% 20% 30% 40% 50% 60% Frequency First-time time visitors are a bit more likely to have a larger traveling party than returning visitors First-time visitors have a slightly higher percentage of 3+ people in their traveling party whereas returning visitors are more likely to travel in pairs or alone. As will be evident in and discussed further in Visitor Demographics, this could be attributed to the fact that returning visitors have a higher percentage of older adults and thus are more likely to be empty-nesters. DEAN RUNYAN ASSOCIATES 3

29 Size of Traveling Party, First-time vs. Returning Visitors Alone 2 People 3-4 People 5+ People First-time Visitors Returning Visitors 0% 20% 40% 60% 80% Frequency Day visitors are more likely to travel in larger groups than overnight visitors Though both day and overnight visitors tend to travel in groups of two, day travelers have a higher percentage of groups number three and up, whereas overnight visitors are more likely to travel alone than day visitors. One reason for this is that there are a notable percentage of travelers that come to Bellingham/Whatcom County on business and stay a night or two. Size of Traveling Party, Day vs. Overnight Visitors Alone 2 People Day Visitors Overnight Visitors 3-4 People 5+ People 0% 20% 40% 60% 80% Frequency DEAN RUNYAN ASSOCIATES 22

30 Traveling with Children Roughly two-thirds thirds of visitors to Bellingham/Whatcom Country travel with zero or one child only 63% of visitors travel with no more than one child with 36% with no children at all. As will be discussed further in Popular Activities, a large majority of Bellingham/Whatcom visitors participate in urban recreation, who in particular tends to be older adults. Number of Children in Traveling Party 3-4 Children 17% 5+ Children 2% 0 36% 2 Children 18% 1 Child 27% The majority of first-time visitors travel with children whereas the majority of repeat visitors do not have any children in their party. This could be due partly to the fact that Bellingham/Whatcom County is particularly strong in what it offers in terms of urban recreation such as museums, sightseeing, and strolling through downtown Bellingham. Activities are geared more towards adults than children and parents return alone to experience this further. DEAN RUNYAN ASSOCIATES 23

31 Number of Children in Traveling Party, First-time vs. Returning Visitors 1 Child 2 Children 3-4 Children 5+ Children First-time Visitors Returning Visitors 0% 10% 20% 30% 40% Frequency The breakout for day and overnight visitors follows the same trend as all visitors- where most visitors are traveling without children and the percentage of those traveling with children slowly decreases as the number of children in the party increases. Number of Children in Traveling Party, Day vs. Overnight Visitors 1 Child 2 Children 3-4 Children 5+ Children Day Visitors Overnight Visitors 0% 10% 20% 30% Frequency DEAN RUNYAN ASSOCIATES 24

32 IV. Visitor Demographics Visitor demographics can prove to be an important indicator of a destination s strengths and weaknesses. By understanding the type of people that most often travel to the County, the County can gather some insight into what activities and attractions are most popular as well as develop priorities for new activities and attractions that could be developed further. Most visitors to Bellingham/Whatcom County are middle age or older 80% of visitors to Bellingham/Whatcom County are middle age or older. The largest age category, with 26%, is adults 50 to 59. Visitor Age Distribution 30% 25% 20% 15% 10% 5% 0% For the most part the age breakout of visitors by first-time and repeat visitors follows the same trend as the breakout for all visitors except that the largest percentage of first-time visitors fits is the 40 to 49 age category rather than the 60 to 69 category. Age DEAN RUNYAN ASSOCIATES 25

33 Age Distribution, First-time vs. Returning Visitors 30% 20% Returning Visitors First-time Visitors 10% 0% Age The majority of Bellingham/Whatcom County visitors that make a day trip are middle aged or older Older adults between the ages 60 to 69 make up the majority of day trips to Bellingham/Whatcom County. Older adults are more likely to participate in activities such as visiting museums, shopping, dining out etc., all of which are readily available in Bellingham. Adults between the ages of 50 to 59 make the majority of overnight trips This could be explained, and is consistent with, the largest percentage of visitors traveling with one or no children. DEAN RUNYAN ASSOCIATES 26

34 Age Distribution, Day vs. Overnight Visitors 30% Overnight Visitors Day Visitors 20% 10% 0% Age Children in Household Nearly half of all visitors have no children at home As most of the people traveling to Bellingham/Whatcom County tend to be older adults, more specifically above the age of 50, it is common that adults of this age are emptynesters. Number of Children in Household % 10% 20% 30% 40% 50% Frequency DEAN RUNYAN ASSOCIATES 27

35 The number of visitors with children at home is consistent with number of children in the traveling party. For the most part the breakout of returning and first-time visitors is the same as that for overnight and day visitors. Though there is the general trend of not having any children at home, there is a slight variation in that for first-time visitors, the number of children they have at home is more evenly distributed. This is consistent with the fact that the majority of first-time visitors are 40 to 49 and are not yet emptynesters. Number of Children in Household, First-time vs. Returning Visitors First-time Visitors Returning Visitors 0% 20% 40% 60% Frequency Number of Children in Household, Day vs. Overnight Visitors Day Visitors Overnight Visitors 0% 20% 40% 60% Frequency DEAN RUNYAN ASSOCIATES 28

36 Education Visitors to Bellingham/Whatcom County are well educated With nearly 70% possessing a college or advanced degree, visitors to Bellingham/Whatcom County tend to have an above average level of education. This is consistent with the fact that the great majority of visitors to Bellingham/Whatcom are older adults and have had time to complete a degree, if not two. Level of Education Graduate Degree Bachelor's Degree Some College/Associates Degree Some High School/High School Diploma 0% 5% 10% 15% 20% 25% 30% 35% Frequency The majority of first-time time visitors to Bellingham/Whatcom County have graduate degrees The higher level of education among visitors could be due, in part, to the fact that the great majority of visitors are older adults and have had time to complete their degrees. The majority of both first-time and returning visitors have at least a bachelors degree as well, and more specifically, nearly 40% of first-time visitors have graduate degrees. The breakout by day and overnight visitors follows this same trend and any variation is slight. DEAN RUNYAN ASSOCIATES 29

37 Level of Education, First-time vs. Returning Visitors Graduate Degree Bachelor's Degree Some College/Associates Degree Some High School/High School Diploma First-time Visitors Returning Visitors 0% 10% 20% 30% 40% Frequency The majority of Bellingham/Whatcom County visitors have fairly high incomes Over half of all visitors make family incomes of at least $75,000, which is consistent with their higher level of education. Visitor Income $100,000 or more $75,000-$99,999 $50,000-$74,999 $40,000-$49,999 $30,000-$39,999 $20,000-$29,999 under $20,000 0% 5% 10% 15% 20% 25% 30% Frequency DEAN RUNYAN ASSOCIATES 30

38 Whereas the majority of returning visitors have incomes of $50,000 or more, the percentage for lower income categories decreases as the level of income decreases. This could be due to the fact that the majority of returning visitors or older adults and more likely to have a higher level of education and steady employment. First-time visitors, though the vast majority also have incomes of $50,000 or more, as the level of income decreases, the percentage within that category actually increases. This could be explained by the fact that first-time tend to be younger in general. Visitor Income, First-time vs. Returning Visitors $100,000 or more $75,000-$99,999 $50,000-$74,999 $40,000-$49,999 $30,000-$39,999 $20,000-$29,999 under $20,000 First-time Visitors Returning Visitors 0% 10% 20% 30% 40% Frequency For both day and overnight visitors there is a fairly large contrast between visitors making $50,000 or more and visitors making less than t $50,000 For day visitors the percentage of visitors is a bit more evenly distributed among salary categories whereas only a small percentage of overnight visitors make less than $50,000 per year. DEAN RUNYAN ASSOCIATES 31

39 Visitor Income, Day and Overnight Visitors $100,000 or more $75,000-$99,999 $50,000-$74,999 $40,000-$49,999 $30,000-$39,999 $20,000-$29,999 under $20,000 Day Visitors Overnight Visitors 0% 10% 20% 30% 40% Frequency DEAN RUNYAN ASSOCIATES 33

40 V. Places, Locations, and Activities Travel for many people involves varied motivations and itineraries that include multiple locations and activities. Understanding where people go within the County, and the primary activities in which they participate, provides valuable insight into the County s primary strengths and sources of visitor satisfaction. Further, it is useful to analyze these factors separately for first-time and repeat visitors so as to better understand what attracts people to the area for the first time. Places Visited Nearly 40% of all visitors to Bellingham/Whatcom County visit Bellis Fair Mall Places Visited in Whatcom County Bellis Fair Mall Chuckanut Drive Whatcom Museum of History & Art Other Boulevard Park/Taylor Dock Mt. Baker-Snowqualmie NF WWU Larrabee State Park Silver Reef Casino Whatcom Falls Park Whatcom Children's Museum Peach Arch Park Raspberry Festival Lynden Pioneer Museum Lummi Island Mt. Baker Theatre Hovander Homestead American Museum of Radio & Electricity WWU Music & Performing Arts Skit to Sea Race & Festival Harvest Festival Tennant Lake IC/Fragrance Garden 0% 10% 20% 30% 40% Frequency DEAN RUNYAN ASSOCIATES 34

41 Places Visited, First-time vs. Returning Visitors Bellis Fair Mall Chuckanut Drive Whatcom Museum of History & Art Other Mt. Baker-Snowqualmie NF Boulevard Park/Taylor Dock Lummi Island WWU Silver Reef Casino Larrabee State Park Whatcom Children's Museum Whatcom Falls Park Peach Arch Park Raspberry Festival Lyndem Pioneer Museum Hovander Homestead Mt. Baker Theatre American Museum of Radio & Electricity WWU Music & Performing Arts Harvest Festival Skit to Sea Race & Festival First-time Visitors Returning Visitors Tennant Lake IC/Fragrance Garden 0% 20% 40% 60% Frequency DEAN RUNYAN ASSOCIATES 35

42 Places Visited, Day vs. Overnight Visitors Bellis Fair Mall Chuckanut Drive Other Boulevard Park/Taylor Dock Mt. Baker-Snowqualmie NF Whatcom Museum of History & Art WWU Larrabee State Park Silver Reef Casino Whatcom Falls Park Peach Arch Park Whatcom Children's Museum Lummi Island American Museum of Radio & Electricity Hovander Homestead Lyndem Pioneer Museum Mt. Baker Theatre Raspberry Festival WWU Music & Performing Arts Harvest Festival Skit to Sea Race & Festival Tennant Lake IC/Fragrance Garden Day Visitors Overnight Visitors 0% 20% 40% 60% Frequency Locations Visited Respondents were asked to specify the locations within Whatcom County that they visited during their trip. They could specify multiple locations if they wished. Four out of five visitors travel through Bellingham Bellingham is located on Interstate 5, the region s primary vehicle corridor, so a high proportion of visitors will travel to or through the community. Fairhaven, located nearby, is part of the Bellingham metro area and is also a frequent visitor destination. Mount Baker is clearly popular also, with most travel focused on the winter season. DEAN RUNYAN ASSOCIATES 36

43 Locations Visited in Whatcom County Bellingham Fairhaven Historic District Mt. Baker Blaine Birch Bay Lynden Ferndale Other Lake Whatcom Lummi Island 0% 20% 40% 60% 80% 100% Frequency First-time time visitors are somewhat more likely to visit Bellingham Bellingham is a popular destination for first time visitors in particular, although very popular for all. Fairhaven remains the second most popular location visited. Locations Visited in Whatcom County, First-time vs. Returning Visitors Bellingham Fairhaven Historic District Mt. Baker Blaine Birch Bay Lynden Ferndale Other Lake Whatcom Lummi Island First-time Visitors Repeat Visitors 0% 20% 40% 60% 80% 100% Frequency DEAN RUNYAN ASSOCIATES 37

44 Fairhaven and several smaller communities in the County are relatively more popular for overnight visitors While Bellingham remains very popular for both day and overnight visitors, the latter are more likely to visit Fairhaven, as well as Mt. Baker and communities such as Blaine, Birch Bay and Ferndale. Overnight visitors often have a richer travel itinerary than day visitors, taking more time to travel further afield. Lynden stands out as being particularly attractive to day visitors, probably due in part to its festival activity. Locations Visited in Whatcom County, Day vs. Overnight Visitors Bellingham Fairhaven Historic District Mt. Baker Blaine Birch Bay Lynden Ferndale Other Lake Whatcom Lummi Island 0% 20% 40% 60% 80% 100% Frequency Day Trips Overnight Trips Activities Visitors to Bellingham and Whatcom County can partake in a wide variety of activities, ranging from relatively experiential, passive activities such as window shopping or sightseeing to much more specific and often active choices such as skiing, going to a concert or purchasing a whale watching tour. The first graphic below shows activity patterns for all County visitors and is followed by two others that investigate activities for repeat visitors and those who stay overnight. Respondents were allowed to indicate all activities in which they participated and commonly marked two or more categories. The most common activities for Bellingham/Whatcom County visitors are in Bellingham and include going out to eat, shopping, and visiting the downtown area These common activities center on Downtown Bellingham and are directly related to the retail, food and other offerings of the area. Visiting with friends and relatives is also very common and presumably is combined with these downtown activities at times. DEAN RUNYAN ASSOCIATES 38

45 Shopping at Bellis Faire Mall is popular, as is visiting a museum or historic ic site, attending a fair or festival, or hiking Other specific activities include a state or other park, the farmers market, a casino, skiing/boarding or a concert Activities of All Whatcom County Visitors Activities Restaurant/Club Visit Downtown Bellingham Relax/Sightsee Visit Friends/Relatives Other Shopping Strolling/Window Shopping Shop at Bellis Fair Mall Museum/Historic Site Fair/Festival Hiking Visit State Park Farmers' Market Other Visit a Casino Ski/Snowboard Concert/Arts Event Antiquing Wildlife Viewing/Studing Sports Event(s) Swimming Golf Bike Riding Picnic Tour Victoria/San Juan Cruise Camping Theater/Symphony Whale Watching/Boat Tour Canoe/Kayak/Raft Alaska Ferry Fishing/Charter Boats Boating/Waterskiing Sailing Hunting/Shooting Horseback Riding 0% 10% 20% 30% 40% 50% 60% Frequency DEAN RUNYAN ASSOCIATES 39

46 Activities by First rst-time time Visitors Looking at the activity choices of first time visitors, verses those who are repeat visitors, helps identify the aspects of Bellingham and Whatcom County that are most effective for attracting people to the area for the first time. Conversely, looking at the activities of repeat visitors helps identify what they find most satisfying and appealing, and motivate them to return to participate in again. Activities of Visitors, First-time vs. Returning Visitors Activities Restaurant/Club Visit Downtown Bellingham Other Shopping Visit Friends/Relatives Relax/Sightsee Shop at Bellis Fair Mall Strolling/Window Shopping Museum/Historic Site Fair/Festival Hiking Visit State Park Farmers' Market Other Visit a Casino Ski/Snowboard Concert/Arts Event Antiquing Swimming Sports Event(s) Golf Bike Riding Theater/Symphony Wildlife Viewing/Studing Tour Camping Victoria/San Juan Cruise Picnic Whale Watching/Boat Tour Canoe/Kayak/Raft Boating/Waterskiing Fishing/Charter Boats Alaska Ferry Hunting/Shooting Sailing Horseback Riding First-time Visitors Returning Visitors 0% 20% 40% 60% Frequency DEAN RUNYAN ASSOCIATES 40

47 First-time time visitors are particularly oriented to visiting downtown Bellingham, sightseeing, and window-shopping The basic attributes of Bellingham itself its retail, food, galleries and streetscape are a primary draw for first-time visitors. These are particularly accessible attributes for most visitors and it is apparent that those visitors with little prior experience are drawn in particular to the Community itself. In this regard the community of Fairhaven clearly functions in a similar manner and, for some visitors, is considered part of the overall Bellingham area. Other activities that appeal particularly to first-time time visitors include hiking, the state parks and the Farmers Market Activities that appeal to repeat visitors in particular include shopping at Bellis Fair Mall, attending a fair or festival, or partaking in a specific recreation activity such as skiing/boarding, going to a casino or arts event, or antiquing It is apparent that specific activities such as outdoor sports or cultural events are often the focus of repeat visitors. These visitors are more familiar with the area and have the specific knowledge necessary to locate and participate in a more focused manner. While the overall findings show that they still often visit the downtown area, go to restaurants and shop, they also are more likely to participate in activities that are more specific. Activities by Overnight Visitors Overnight visitors, because they are staying longer in the area, are more likely to participate in a variety of activities. Conversely, day visitors are more likely to focus on one or a few activities and to travel to a single location within the County. Overnight visitors are more likely to sightsee, eat out, shop and participate in many of the County s more specific outdoor recreation and other activities This pattern shows how the travel itinerary of overnight visitors is typically more extensive than that of day visitors, and how they make use of commercial services and retail and hence provide relatively large economic benefits to the County s businesses. Day visitors are particularly attracted to museums and historic sites, fairs and festivals, concerts and arts events and skiing/boarding These activities are the most likely to be part of the limited itinerary of a day visitor, and probably are the primary motivation to travel to the County. Interestingly the farmers market is among the least likely to attract day visitors. The figures show, however, that many of these day visitors also visit downtown Bellingham to window-shop and sightsee and perhaps get a meal. DEAN RUNYAN ASSOCIATES 41

48 Activities of Visitors, Day vs. Overnight Visitors Activities Restaurant/Club Relax/Sightsee Visit Downtown Bellingham Visit Friends/Relatives Other Shopping Shop at Bellis Fair Mall Strolling/Window Shopping Museum/Historic Site Hiking Visit State Park Farmers' Market Other Fair/Festival Visit a Casino Ski/Snowboard Concert/Arts Event Antiquing Swimming Wildlife Viewing/Studing Sports Event(s) Bike Riding Picnic Golf Tour Theater/Symphony Camping Whale Watching/Boat Tour Victoria/San Juan Cruise Canoe/Kayak/Raft Boating/Waterskiing Sailing Alaska Ferry Fishing/Charter Boats Hunting/Shooting Horseback Riding Day Visitors Overnight Visitors 0% 20% 40% 60% Frequency DEAN RUNYAN ASSOCIATES 42

49 VI. Attribute Ratings Visitors to the County were asked about their opinions on a variety of attributes that typically are important to a visitor s trip experience. These attributes are valuable to analyze in concert with the information on locations visited and activities because, taken together, they offer useful insight into what is most satisfying for visitors. For this data, visitors were asked to rate Bellingham/Whatcom County on a 1 to 7 scale for each attribute. These scores are averaged for reporting, with the calculation excluding those who do not provide a score for a particular item. The highest ratings are for the physical environment of the County and for the friendliness of its residents Residents are considered friendly and the area s parks and scenic areas, camping locations and trails get particularly high scores. There is also a high average score for how clean and quiet the area is, for its safety and security and for its wildlife. All of this, taken together, indicates that, whatever the motivation for travel to the County, visitors score the environment and residents highly. This is a very encouraging finding and suggests how important it is for the County to maintain the physical and environmental appeal for visitors as well as the positive attitudes of its residents towards visitors and the visitor and recreation industry. Categories such as dining, shopping, arts and cultural events, signage and sightseeing receive good but relatively more intermediate scores These average scores, while high overall, indicate that Bellingham and Whatcom County stands out less in visitors minds with regard to its commercial and event offerings. The County competes for these visitors with many other popular visitor destinations in the Northwest examples include Whistler, Victoria, the Olympic Peninsula, La Conner, Leavenworth, Washington s coast and a number of destinations in Oregon and apparently the visitors do not find that these County attributes stand out as much. Visitors indicate that the County stands out less with regard to children s activities, night entertainment, and fishing These findings indicate that some visitors probably tend to go to other destinations that are stronger in these areas, although still providing positive overall average scores for Whatcom County. DEAN RUNYAN ASSOCIATES 43

50 Whatcom County Attribute Scores Parks/Scenic Areas Friendly Locals Camping/Hiking/Outdoor Facilities Walkways/Trails Clean/Quiet Environment Safety/Security Wildlife Viewing Winter Activities Luxury Resorts/Hotels Restuarants Shopping Signage Sightseeing Arts Events/Festivals Moderately Priced Accomodations Tennis & Golf Historical Attractions/Museums Water Sports Kids Activities Night Entertainment Fishing Horseback Riding Note: On a scale of 1 to 7, 1 being 'Poor' and 7 'Excellent' Average Score Day, Overnight and First-time time Visitors Overnight visitors in general score most County attributes higher It is not surprising that overnight visitors, who have made a larger commitment to visit the county compared to day visitors, would score its attributes higher. Day visitors, who may visit primarily for a specific activity and have little other contact with the County, have a more limited basis for scoring. Overall, however, the finding is encouraging in DEAN RUNYAN ASSOCIATES 44

51 that the most beneficial visitors from an economic perspective, those who stay overnight, rate the County particularly high. Day visitors score festivals and events higher compared to overnight visitors Day visitors appear to differ the least from overnight visitors in this regard, compared to the other attributes. Whatcom County Attribute Scores, by Day vs. Overnight First-time time visitors rate the County similarly for many attributes compared to those who have visited previously Trails and wildlife are rated somewhat higher for first time visitors, and returning visitors rate skiing/boarding relatively high. In most regards however, impressions of Bellingham and Whatcom County remain consistent after the first visit. DEAN RUNYAN ASSOCIATES 45

52 Whatcom County Attribute Scores, First-time vs. Returning Visitors DEAN RUNYAN ASSOCIATES 46